Josev, Daniel and Popovski, Filip and Dimova Popovska, Hristina and Vilos, Ilios (2026) The Impact of 3D Visualisation on Consumer Perception and Purchase Intention. In: 2026 61st International Scientific Conference on Information, Communication and Energy Systems and Technologies (ICEST), 01.07.2026, Nis Serbia.
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Abstract
This paper examines the relationship between 2D and 3D visual presentation formats and consumer perception of graphic products. The study was conducted through an online survey involving 138 respondents, primarily university students. Participants evaluated both presentation formats in terms of visual attractiveness, form and design clarity,
perceived product quality, consumer trust, and purchase intention. The results indicate that the 3D visual presentation received significantly higher evaluations (M = 4.70, SD = 0.50) compared to the 2D presentation (M = 3.21, SD = 1.12). A paired-samples t-test revealed a statistically significant difference between the two formats (t(137) = 15.25, p < 0.001). Respondents also reported higher purchase intention and stronger trust when exposed to the 3D presentation. The findings suggest that realistic visual presentation is associated with more positive consumer evaluations in digital environments. However, the results should be interpreted with caution, as differences in visual richness between the presented stimuli may have influenced respondents’ evaluations.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Engineering and Technology > Other engineering and technologies |
| Divisions: | Faculty of Technical Sciences |
| Depositing User: | Prof. d-r Filip Popovski |
| Date Deposited: | 12 Aug 2026 16:17 |
| Last Modified: | 12 Aug 2026 16:17 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/11685 |
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